Airbnb is once again evolving, and this time it wants to do more than just book your vacation rental — it wants to help you plan the entire trip, down to hiring a private chef or makeup artist. The platform’s latest features, “Experiences” and “Services,” are part of a broader push to expand its offerings. But while the high-profile celebrity partnerships are drawing all the buzz, it’s the more practical “Services” that could have the biggest long-term impact.
To kick off this new direction, Airbnb has rolled out a series of limited-time “Experiences” headlined by major celebrities like Kansas City Chiefs quarterback Patrick Mahomes and rapper Megan Thee Stallion. A few lucky contest winners will get to spend a day throwing a football and having a barbecue with Mahomes, or making ramen, gaming, and taking tequila shots with Megan.
These events are part of what Airbnb is calling “Airbnb Originals,” and while they sound fun, they’re exclusive contests — not something the average user can book whenever they want. They don’t cost anything, but availability is scarce and winners are chosen randomly.
Other paid celebrity experiences are also available. Brooklyn Beckham is offering a $150 cooking demo. Nikki and Brie Garcia invite fans to watch them record their podcast for $195. Chance the Rapper is hosting a listening session for $110. These are interesting and headline-worthy events, but they feel more like PR stunts than sustainable business offerings.
The real opportunity, though, lies in Airbnb’s “Services.” This new feature allows users to book everyday professionals — such as hairstylists, photographers, private chefs, or fitness trainers — to come to their rental or event location. Whether you’re in town for a wedding, a photoshoot, or just a special night, being able to book a vetted local service provider through a trusted platform makes a lot of sense.
And unlike the “Experiences” that hinge on celebrity involvement, “Services” tap into a huge and growing segment of the gig economy. They’re especially appealing because they offer Airbnb hosts and guests the convenience of finding trusted providers without having to jump to a third-party app or rely on sketchy local directories.
But Airbnb isn’t just being generous by offering these once-in-a-lifetime celebrity hangouts. There’s a smart strategy behind the fanfare: data collection.
Applying to one of these high-profile contests requires users to fill out detailed bios. As part of the application process, Airbnb asks for personal tidbits like your favorite high school song, hobbies, where you went to school, and even your pet’s name — information that could be used to tailor future recommendations or, more cynically, sold for marketing purposes.
This push for more user information ties directly into Airbnb’s broader vision: becoming a personalized platform for not just travel, but also lifestyle services. The more the platform knows about you, the more relevant it can make its service recommendations — whether it’s suggesting a local yoga instructor during your trip or offering curated experience packages based on your interests.
In that sense, the flashy celebrity appearances are simply the hook. They get people talking, clicking, and — most importantly for Airbnb — filling out their profiles.
That doesn’t mean the “Experiences” are entirely without value. Airbnb has long offered things like walking tours or cooking classes hosted by locals, and this is simply a glossier version of that concept. But after the celebrity hype fades, it’s unclear whether people will continue to seek out these kinds of experiences through Airbnb rather than traditional platforms like TripAdvisor or GetYourGuide.
Meanwhile, the “Services” feature could quietly become the more useful and profitable offering. For travelers, it’s a practical upgrade. For freelancers and small businesses, it’s a new opportunity to reach high-value clients. And for Airbnb, it’s a smart way to keep users on its platform longer — and gather more data in the process.
So while throwing a football with Patrick Mahomes or eating ramen with Megan Thee Stallion might be a once-in-a-lifetime thrill, it’s the ability to book a reliable photographer or a private chef with a few clicks that could keep travelers coming back to Airbnb.